In 2024, the blueberry industry faced a scenario that many anticipated would be critical: after the impact of El Niño in 2023, the full recovery of supply—especially Peruvian supply—threatened to pressure prices and margins due to a surge of fruit in key markets. Contrary to expectations, the market responded with maturity: demand remained strong, volumes found distribution channels and global trade returned to approaching one million tons. According to IBO Global State of the Blueberry Industry Report 2025, the 2024 flow recovered the ground lost the previous year and left a clear challenge for the next 12 months: maintaining competitive prices in a context of more diversified supply.

This performance confirms a background trend: global consumption of blueberries is increasingly less fragile and dependent on a single source. Today, families in the United States, Europe, and Asia, driven by marketing campaigns, the appreciation of "superfruits," and e-commerce, are incorporating fruit into their regular diet, boosting the confidence of producers and exporters. The resilience observed in 2024, following the drop in volumes in 2023 due to extreme weather events, reflects both the responsiveness of producing countries and the sustained appetite of mature markets.

Diversification that cushions risk

One of the most decisive factors in explaining this resilience is the destination diversificationWhile North America remains the dominant market, emerging regions such as China, India and Eastern Europe have significantly increased their share, becoming escape valves in situations of oversupply. Even Middle East and Southeast Asia have gained prominence, showing a growing interest in quality fresh fruit.

In parallel, Western Europe and Scandinavia They consolidated a stable consumption pattern that, while more demanding in terms of quality standards, provides price balance and continuity in demand. This patchwork of markets has allowed surpluses to be channeled in an orderly manner, avoiding the recurrence of critical scenarios like those that occurred in 2022, when international prices plummeted.

The price of maturity

The 2024 experience also offers lessons for the future. Market resilience doesn't mean the path is risk-free, but rather that the actors in the chain have learned to manage them better. Data from the IBO Report 2025 shows that although the global import volume again approached one million tonnes, average prices remained relatively stable, a sign of confidence in the consistency of the product.

However, the regional differences are clear: while Asia/Pacific pays higher prices, America and EMEA show greater stability and pressure on margins. In this context, every kilo shipped requires maintaining post-harvest, logistics, and presentation standards; otherwise, consumers may lose trust. The maxim "every clamshell sells the next" summarizes the importance of quality to build customer loyalty and sustain future growth.

Looking ahead to the coming years, the challenge will be twofold: to continue consolidating the global presence of blueberries without losing cost competitiveness and ensure that the growth is accompanied by sustainability. Resilient demand has given clear signals: the world is willing to consume more blueberries, but only if they meet the promise of quality and value that the market already expects from them.

A more strategic industry

The rebound of Peru not only did it return volume to the market: reorganized the global blueberry strategyThe upward trend in its shipments after the slump in 2023, with an estimated increase of +40% in 2024/25, demonstrates how a leading origin can regain ground and, at the same time, push the rest to better plan destinations, windows, and standards. Those who diversified markets, They took care of the post-harvest and maintained the quality at destination were the ones who best weathered 2024. It is no longer enough to move tons: today it matters to where, when and how every kilo arrives.

In parallel, cases such as Mexico demonstrate the value of diversifying customers to cushion shocks. With The United States as an anchor and tactical growth towards Canada and Asia, Their portfolio appears more balanced, which stabilizes prices and schedules. The lesson is clear: cooperation between origins, information sharing, and demand monitoring are as decisive as the fruit itself. What happens in Peru impacts China; what happens in Mexico feels in EuropeThe industry is entering a phase in which market intelligence and quality consistency will define the competitiveness of future cycles.

In short, 2024 operated as a stress test for the industryDespite the sharp increase in supply, prices remained stable and demand responded strongly. From now on, the direction requires Coordination between sources, quality discipline, and data-driven business decisions. If the industry maintains its roadmap towards Destination diversification, efficient logistics and clear value propositions, 2025 could consolidate the leap toward less exposure to shocks, more stable margins, and a global consumer willing to continue choosing blueberries.